Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century.
Zyman explores such topics as:
Why feel-good marketing is pointless unless it results in sales
Why marketing is a science not an art
How a well-honed strategy is more important to success than what ads say
Marketing today doesn't work. Or so says the "Aya Cola," Sergio Zyman, former marketing czar of Coca-Cola and quite possibly the most famous marketing gadfly in the world. Brilliant, irascible, unconventional, Zyman is best known for reinventing the Coca-Cola Company's marketing approach by spearheading the global launches of Diet Coke, New Coke, Classic Coke, Fruitopia, and Sprite. Now, in this brisk and revolutionary book, Zyman shows why old approaches to marketing have lost their fizz--and how to get a jump on the strateies that will work in the twenty-first century.
Zyman explores such topics as:
Why feel-good marketing is pointless unless it results in sales
Why marketing is a science not an art
How a well-honed strategy is more important to success than what ads say
The End as We Know It is an occult horror fiction novel about a Lovecraftian apocalypse. We don't explain ourselves to ants and the gods like them more than they do us. We don't explain how the...
Writtenwith wisdom, genuine humor, and down-to-earth observations, We Know HowThis Ends is far more than a memoir about life with ALS. It is adignified, courageous, and unflinching...
Thirteen-year-old, second-string quarterback Ian McGowan has serious issues with his life. Everything lately seems like a catastrophe. In fact, things are so bad that he's certain the world is ending...
In a rapidly changing marketplace, consumers are better educated and have more buying options than ever before. Welke explains how to acquire and keep customers in this new environment.
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